Question 1

Believers favor stylish products that emulate the purchases of those with greater material wealth.

Accepted Answer

A) True 
 B)False

Question 2

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Accepted Answer

A) Consumptionism 
B) Viral marketing 
C) Virtual marketing 
D) Regionalization 
E) Customerization 
A) Consumptionism 
B) Viral marketing 
C) Virtual marketing 
D) Regionalization 
E) Customerization

Question 3

Which of the following statements about Gen Xers is true?

Accepted Answer

A) Gen Xers are more optimistic and team-oriented. 
B) Gen Xers are selective,confident,and impatient. 
C) Gen Xers are highly socially conscious and concerned about environmental issues. 
D) Gen Xers share many of the same values toward work,family,and society as baby boomers. 
E) Technology is a barrier for Gen Xers. 
A) Gen Xers are more optimistic and team-oriented. 
B) Gen Xers are selective,confident,and impatient. 
C) Gen Xers are highly socially conscious and concerned about environmental issues. 
D) Gen Xers share many of the same values toward work,family,and society as baby boomers. 
E) Technology is a barrier for Gen Xers.

Question 4

Companies following a market specialization strategy offer one product to as many markets as possible.

Accepted Answer

A) True 
 B)False

Question 5

People motivated by achievement look for products and services that demonstrate success to their peers.

Accepted Answer

A) True 
 B)False

Question 6

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

Accepted Answer

A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable 
A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable

Question 7

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Accepted Answer

A) life stage 
B) gender 
C) age 
D) income 
E) social class 
A) life stage 
B) gender 
C) age 
D) income 
E) social class

Question 8

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.

Accepted Answer

A) thinker 
B) achiever 
C) experiencer 
D) striver 
E) survivor 
A) thinker 
B) achiever 
C) experiencer 
D) striver 
E) survivor

Question 9

Members of a cohort don't share the same major cultural,political,and economic experiences.

Accepted Answer

A) True 
 B)False

Question 10

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

Accepted Answer

A) individual 
B) undifferentiated 
C) differentiated 
D) concentrated 
E) niche 
A) individual 
B) undifferentiated 
C) differentiated 
D) concentrated 
E) niche

Question 11

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.

Accepted Answer

A) knowledge 
B) social activity 
C) products that demonstrate success to their peers 
D) variety 
E) risk 
A) knowledge 
B) social activity 
C) products that demonstrate success to their peers 
D) variety 
E) risk

Question 12

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

Accepted Answer

A) single-segment concentration 
B) selective specialization 
C) product specialization 
D) market specialization 
E) full market coverage 
A) single-segment concentration 
B) selective specialization 
C) product specialization 
D) market specialization 
E) full market coverage

Question 13

Even when the target market is described in __________ terms (say,a personality type),the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.

Accepted Answer

A) non-demographic 
B) non-geographic 
C) non-behavioral 
D) non-psychographic 
E) demographic 
A) non-demographic 
B) non-geographic 
C) non-behavioral 
D) non-psychographic 
E) demographic

Question 14

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

Accepted Answer

A) grassroots 
B) behavioral 
C) retail 
D) business 
E) VALS 
A) grassroots 
B) behavioral 
C) retail 
D) business 
E) VALS

Question 15

To be useful,market segments must be measurable.

Accepted Answer

A) True 
 B)False

Question 16

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Accepted Answer

A) demographic variables 
B) purchasing approaches 
C) situational factors 
D) personal characteristics 
E) operating variables 
A) demographic variables 
B) purchasing approaches 
C) situational factors 
D) personal characteristics 
E) operating variables

Question 17

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can show the firm which brands are most competitive with its own.

Accepted Answer

A) hard-core loyals 
B) split loyals 
C) shifting loyals 
D) switchers 
E) antiloyals 
A) hard-core loyals 
B) split loyals 
C) shifting loyals 
D) switchers 
E) antiloyals

Question 18

According to the ________ criterion for useful market segments,a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Accepted Answer

A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable 
A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable

Question 19

Explain the concept of mass marketing.

Accepted Answer

In mass marketing,the firm ignores segme

Question 20

Which of the following statements about Gen Yers is true?

Accepted Answer

A) They are often turned off by overt branding practices and "hard sell". 
B) They are more likely to associate retirement with "the beginning of the end". 
C) They are more pragmatic and individualistic. 
D) They were born between 1964 and 1978. 
E) They were the first generation to find surpassing their parents' standard of living a serious challenge. 
A) They are often turned off by overt branding practices and "hard sell". 
B) They are more likely to associate retirement with "the beginning of the end". 
C) They are more pragmatic and individualistic. 
D) They were born between 1964 and 1978. 
E) They were the first generation to find surpassing their parents' standard of living a serious challenge.

Exam 8: Identifying Market Segments and Targets

Believers favor stylish products that emulate the purchases of those with greater material wealth.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Which of the following statements about Gen Xers is true?

Companies following a market specialization strategy offer one product to as many markets as possible.

People motivated by achievement look for products and services that demonstrate success to their peers.

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.

Members of a cohort don't share the same major cultural,political,and economic experiences.

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

Even when the target market is described in __________ terms (say,a personality type),the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

To be useful,market segments must be measurable.

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can show the firm which brands are most competitive with its own.

According to the ________ criterion for useful market segments,a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Explain the concept of mass marketing.

Which of the following statements about Gen Yers is true?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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